Discover Our Heros
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Discover Our Heros 〰️
Recruitment Brochure
Recruitment & Safety Guide
Designed to showcase career opportunities while reflecting the department's approachable personality, the brochure positioned UNT Police as a collaborative and community-focused place to build a career.
CASE STUDY
UNT Police Department
Discover Our Heroes
Integrated Marketing Campaign
ROLE
Creative Director • Copywriter • Art Director
THE CHALLENGE
Students often only interact with campus police during stressful or disciplinary situations, shaping perceptions around enforcement rather than support. The challenge was to build familiarity, strengthen trust, and encourage positive engagement without relying on traditional institutional messaging.
THE INSIGHT
Students don't connect with departments. They connect with people.
When students recognize the people behind the badge, trust becomes easier to build before a crisis ever occurs.
STRATEGY
Rather than relying on traditional safety messaging, the campaign focused on building relationships before they were needed. Every touchpoint, from officer trading cards to experiential activations, was designed to build familiarity, encourage conversation, and reinforce the department's role as a trusted campus partner.
THE BIG IDEA
By creating consistent opportunities for students to meet officers through storytelling, interactive experiences, and approachable branding, the campaign transformed campus safety from an institution into a relationship.
Officer Cutouts
Campus Activations
Designed to encourage spontaneous interactions, life-size officer cutouts made the department more visible and approachable while creating memorable opportunities for students to engage outside of emergency situations.
Every campaign decision was guided by research, refined through student interviews, and developed into integrated creative solutions that consistently reinforced one goal: making campus safety feel personal.
NFC Resource Cards
Interactive Student Resources
Created to make important campus resources instantly accessible, NFC-enabled cards connected students to maps, safety information, and support services with a simple tap, reducing friction while reinforcing the campaign's helpful, student-first experience.
Educational Comic Video
Educational Storytelling
Created to answer common campus safety questions through approachable, character-driven storytelling that made educational information more engaging and memorable.
MY CONTRIBUTION
I led the creative direction of a semester-long integrated campaign designed to strengthen trust between the UNT Police Department and the campus community. My role included audience research, campaign strategy, copywriting, art direction, character development, and the creation of branded experiences that made officers feel more approachable and relatable.
RESPONSIBILITIES
Character Development Audience Research
Brand Identity Campaign Strategy
Experiential Marketing Copywriting
Presentation Design Art Direction
Featured Work
